Five Ways to Improve Your Higher Ed Website with Google Analytics
Becky Vardaman– Vice President of Strategy
July 9, 2014
July 9, 2014 - 3
• Yes, you need (strategic) Google Analytics• Set up can be... complicated• Your goal should be Goals• Traffic Sources matter• Customize
5 Things to Know
#AnalyticsHigherEd
July 9, 2014 - 4
#1) Yes, You Need Google Analytics
#AnalyticsHigherEd
July 9, 2014 - 5
Because The Internet #AnalyticsHigherEd
*Source: Noel-Levitz 2014 E-Expectations Report
July 9, 2014 - 6
Data > Pretty Much Everything Else
#AnalyticsHigherEd
July 9, 2014 - 7
Why Do We Have a Website?
#AnalyticsHigherEd
July 9, 2014 - 8
A Process, Not a Task
#AnalyticsHigherEd
July 9, 2014 - 9
You Don’t Hear From Everyone You’ve Turned Off
#AnalyticsHigherEd
Sometimes they just don’t call.
July 9, 2014 - 10
#AnalyticsHigherEd
You: Is our website important?Doubter: Yes, of course.
You: How much time, money and energy do we currently spend on our website?Doubter: So much. Look at this project timeline, this contract and these fees!
You: Wouldn’t our time, money and energy be better spent if we had clear digital goals and data to support our marketing decision making?Doubter: Of course. But how?
You: Google Analytics, a free tool, can help. Here’s how...Doubter: Wow, you deserve a raise and a closer parking spot!
Have This Conversation
July 9, 2014 - 11
#2) Set Up Can Be... Complicated
#AnalyticsHigherEd
July 9, 2014 - 12
#AnalyticsHigherEd
Perfect World
July 9, 2014 - 13
#AnalyticsHigherEd
Higher Education
July 9, 2014 - 14
#AnalyticsHigherEd
Things to consider:
• Account Structure • Domains • Subdomains• Self referrals• Universal Analytics
July 9, 2014 - 15
15
http://www.convergeuniversity.edu/loginProtocol
Subdomain
Root Domain
subdirectory
#AnalyticsHigherEd
Anatomy of a URL
July 9, 2014 - 16
16
#AnalyticsHigherEd
Account Structure
July 9, 2014 - 17
#AnalyticsHigherEd
Root Domains
July 9, 2014 - 18
#AnalyticsHigherEd
Subdomains
July 9, 2014 - 19
19
Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen
#AnalyticsHigherEd
Make A Map
July 9, 2014 - 20
20
#AnalyticsHigherEd
Finding the Domains & Subdomains
July 9, 2014 - 21
21
#AnalyticsHigherEd
Finding the Domains & Subdomains
July 9, 2014 - 22
22
#AnalyticsHigherEd
Finding the Domains & Subdomains
July 9, 2014 - 23
#AnalyticsHigherEd
Self Referrals
July 9, 2014 - 24
24
Do You Have Them?
#AnalyticsHigherEd
July 9, 2014 - 25
25
Where Do They Come From?
#AnalyticsHigherEd
July 9, 2014 - 26
26
Tracking Code Missing Or Not Working
#AnalyticsHigherEd
July 9, 2014 - 27
27
Tracking Code Missing Or Not Working
#AnalyticsHigherEd
July 9, 2014 - 28
28
Tracking Code Missing Or Not Working
#AnalyticsHigherEd
July 9, 2014 - 29
29
Inconsistent Tracking Code Configuration
#AnalyticsHigherEd
July 9, 2014 - 30
30
#AnalyticsHigherEd
Inconsistent Tracking Code Configuration
July 9, 2014 - 31
31
#AnalyticsHigherEd
Inconsistent Tracking Code Configuration
July 9, 2014 - 32
32
Subdomain & Domains Currently in UA? Used? Purpose? Include or Separate or 301 Create ViewCareercoaches.ntc.eduCourseschedule.ntc.eduDairylandacademy.orgNotes02.ntc.edu/intranet2Ntcptl9u.aurora.tcReplay.ntc.eduwww.ntc.eduwww.sparkintomanufacturing.comMprtoolkit.ntc.eduwampen
#AnalyticsHigherEd
Back to Subdomains
July 9, 2014 - 33
#AnalyticsHigherEd
Universal Analytics
July 9, 2014 - 34
34
#AnalyticsHigherEd
What’s New?
1. The Measurement Protocol2. Offline Conversion Import3. Sever-side Sessionization4. Custom Dimensions and Custom Metrics5. Dimension Widening6. Cost Data Import
July 9, 2014 - 35
35
#AnalyticsHigherEd
Universal Analytics To The Rescue!
July 9, 2014 - 36
36
#AnalyticsHigherEd
Universal Analytics To The Rescue!
July 9, 2014 - 37
37
#AnalyticsHigherEd
Universal Analytics TakeawaysThis is coming.You will need to get on board (eventually).There are some great tools yet to be released… stay tuned.
Migration:November 2012: Private BetaApril 2013: Public BetaSummer-Fall 2013: Gradual roll out of features.
Should We Switch?1. How much customization have you already done to Google Analytics?2. How much time and/or experience does you or your team have?3. Both? Upgrade Center?
July 9, 2014 - 38
Google Tag Manager
July 9, 2014 - 39
Google Tag Manager
July 9, 2014 - 40
Google Tag Manager
July 9, 2014 - 41
#3) Your Goal Should Be Goals
#AnalyticsHigherEd
July 9, 2014 - 42
42
#AnalyticsHigherEd
What Are Our Website Audiences?
July 9, 2014 - 43
43
#AnalyticsHigherEd
Why Do We Have a Website?
July 9, 2014 - 44
44
Web Analytics Framework
1 Business Objectives
2 Website Goals
3Key Performance
Indicators (KPIs)
4 Targets
5 Segments
July 9, 2014 - 45
Types of goals
URL destination Goal completed when visitor views defined URL
Time on siteGoal completed when visitor spends X amount of
time on site
Pages / visitGoal completed when visitor views X number of
pages on site
EventGoal completed when visitor takes a predefined
action
#AnalyticsHigherEd
July 9, 2014 - 46
46
#AnalyticsHigherEd
Is This Good or Bad?
•2,000 page views•70% returning visitors•80% bounce rate
July 9, 2014 - 47
#4) Traffic Sources Matter
#AnalyticsHigherEd
July 9, 2014 - 48
48
#AnalyticsHigherEd
Where To Find Traffic Sources
July 9, 2014 - 49
49
#AnalyticsHigherEd
Types of Traffic
DirectVisitors who come directly to the website using
the domain name.
Search enginesBy default, GA tracks 20+ different search
engines.
ReferralsLinks that appear on
other websites.
Campaigns Custom! You decide.
July 9, 2014 - 50
Campaign Trackinghttp://www.convergeuniversity.edu/admissions?utm_source=facebook&utm_medium=social&utm_campaign=fall-2013-campaign&utm_content=video1
July 9, 2014 - 51
Why It Matters So Much to Higher Ed Marketing
•Which traffic sources convert best on goals?•At what rate? Over time?•Which traffic sources do we spend money
on?•Which traffic sources do we spend time on?•What unexpected trends can we capitalize
on?
July 9, 2014 - 52
#5) Customize
#AnalyticsHigherEd
July 9, 2014 - 53
Make It Your Own
#AnalyticsHigherEd
July 9, 2014 - 54
Events
July 9, 2014 - 55
Events
#AnalyticsHigherEd
July 9, 2014 - 56
Dashboards
#AnalyticsHigherEd
July 9, 2014 - 57
Dashboards
#AnalyticsHigherEd
July 9, 2014 - 58
Dashboards
Where to start?
• Goals• Current reporting (replace with a dashboard)• Content heavy sections of your site (blog, news)• Content contributors• A specific Campaign• A specific Traffic Source (social media, ppc, referrals)• Inbound marketing process (attract, convert, delight)
#AnalyticsHigherEd
July 9, 2014 - 59
• Yes, you need (strategic) Google Analytics• Set up can be... complicated• Your goal should be Goals• Traffic Sources matter• Customize
Wrapping Up: 5 Things to Know
#AnalyticsHigherEd
July 9, 2014 - 60
Google Analytics Two-Day Workshop
#AnalyticsHigherEd
July 9, 2014 - 61
#AnalyticsHigherEd
www.convergeconsulting.org/converge2014
Top Related